Q&A with Liz McKeon, Beauty Business Expert
Beauty Business Expert
Liz McKeon, Beauty Business Expert, is the 'go to' person in Business Development in the Hair and Beauty Industry. We sat down to find out more about her top tips for therapists and beauty businesses!
What inspired you to pursue a career in the beauty business and what do you enjoy most about your job?
One day in 2006, my business development manager from my skincare supplier said, almost in passing, "Liz, I wish you would teach other salon owners to do what you do". My response was, "why, does everyone not do what I do?". She went to to explain that they didn't but, if everyone implemented the systems and processes that I used, her life would be easier, as would other the business owners'. I subsequently gave up salon work, trained as a business coach and launched my business development services to the industry. I enjoy seeing my customers turn their businesses around and in doing so, improve the quality of their lives.
What are the most common mistakes you see salon owners making?
Not allocating time to work on their business, as well as in the business.
What would your top piece of advice be to someone who is thinking of starting their own beauty business?
Go for it! But before you do, come on my workshops, read my book, download my webinars, and make sure to start your salon with the correct business structures and strategies in place.
What do clients report as the most common problem they face whilst running a business and how would you advise them?
The two most common problems they face whilst running a business tend to be managing cashflow and managing people. My advice is know your numbers, as though your life depends on this, and have an effective recruitment system in place so you can surround yourself with the best people possible.
With so many salons to choose from, what do you feel is key to encouraging customer loyalty?
To focus on providing outstanding customer service, demanding 100% effort from yourself and your team. Make sure every customer leaves feeling happy, looking forward to returning and happy to recommend you.
What do you feel have been the most significant changes in the beauty industry in recent years?
I think consumer awareness is the biggest change. The customer does her research, know what she wants and won't settle for anything less.
Having an online presence has become hugely important in recent years. Do you think this has completely overtaken the need for print advertising or is this something salons should still invest in?
For any business to survive, an investment in marketing is an absolute must, both online and offline. While an online presence is hugely important, traditional marketing activities still have a place in the marketing mix.
How can salon’s reduce ‘no-shows’ and last minute cancellations?
Confirm on the double......send a text message 48 hours in advance. Follow up with a call 24 hours prior to appointment and speak to each client to confirm booking. This takes a little longer, but well worth the effort because cancellations and no shows have a serious negative impact on your bottom line.
We’re so excited that you will be joining us at Professional Beauty Ireland. Tell us more about what you’ll be doing at the show.
I am talking about "building a male clientele:, which I am very excited about as this is a subject I have personal experience of, having been at the forefront of identifying and smashing this very lucrative niche in the market. What most salon owners don't realise is this is actually an easy market to tap into – you just need the plan, which I am very happy to share at the show.
Where can we find out more about the services you offer?
Just go to www.lizmckeon.com, or call my office 00353 1 8928007.
Liz McKeon will be speaking on the Live Stage at Professional Beauty Ireland on Sunday 24 September. Register HERE for your free ticket to the show.
Find out more > See Liz’s full profile HERE.